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They still accept some of the symbols, legacies and policies of imperial China, while disclaiming them at the same time."Cultural and historical influences on politics and business are of course important everywhere, but in China they are deeper and more insistent in the make-up of the individual than in any Western country," says Stephen Fitzgerald, Australia's first ambassador to Beijing and now a China consultant. "They insinuate themselves into all human transactions, and once apprehended they open the way to a transactional reward."China's system shows multiple drawbacks and as many advantages, but as paradoxical as it may sound, in a world were capitalism excels, it is more important for China to maintain development, stability and prosperity, than to do otherwise.

This ongoing worldwide "race" might explain why political progress lags far behind the economic progress since 1989.China's potential is worth millions to many foreign countries, which might make such remarks concerning freedom of speech, or else, but still want their share of the pie. Australia for example, has a growing friendship with China, and like most other foreign investing countries in China, governments try to separate business topics and political matters as much as possible.Global marketing brand strategies show effective results, but in most of cases, they cannot be applied on local markets...Especially when focusing on the Chinese environment. China is widely viewed as being one of the world's fastest telescope focuser manufacturers growing markets. In pursuing this rapid economic expansion, Chinese companies have now begun to recognize the importance of brands, and their development. Brand capital is one of the key drivers of growth and wealth in the business world.

Creating and managing brands in China has become a crucial component to success in the China market. We will try, focusing on example of different nature, to reach a recipe that both limits the level of risks that can occur when setting up a brand in China, and that actually adds value to any kind of business.In industries going from food retailers to luxury emerging products such as wine, China's "brand war" is on. We all are consumers, and as consumers living in cities such as Shanghai, Beijing, Hangzhou, Hong Kong, Guangzhou... try to count the amount of brand communication you are confronted to, in your daily routine. Bus, subways, taxis, boats, trains, construction sites, roads... every mean is good to catch the eye of a potential customer for a glimpse of a second. May it be global brands or small to medium enterprises, all have a good card to play in this advertising game.Why does localization matter?